Arvind Fashions Limited, part of the Lalbhai Group, has appointed Amitabh Suri as the Chief Executive Officer of Flying Machine, in addition to his current role as CEO of U.S. Polo Assn. (USPA).
The appointment followed the resignation of Nidhi Raj, who has served as CEO of Flying Machine since November 2021, until he stepped away in Feb 2025.
Suri’s expanded mandate comes at a pivotal time for Flying Machine, India’s first homegrown denim brand and one of the country’s most recognisable youth-focused apparel labels. Known for its edgy positioning and continuous innovation, Flying Machine has remained relevant by consistently experimenting with product, design and consumer engagement—mirroring the evolving preferences of millennials and Gen Z consumers.
A seasoned industry leader, Amitabh Suri brings over 25 years of experience in the apparel and lifestyle sector, with a strong track record of driving growth, improving operational efficiency and building scalable brands. He is widely regarded as a decisive and customer-centric leader, with deep expertise across retail, supply chain, brand transformation and omni-channel strategy.
Before joining Arvind Fashions, Suri spent 18 years at Indian Terrain, where he was part of the Executive Leadership Team and played a critical role in transforming the brand from a startup into a publicly listed company. During his tenure, he helped establish Indian Terrain as a leading modern retail brand with a turnover of ₹415 crore, steering its evolution from a wholesale-driven business to a premium sportswear lifestyle brand while overseeing full P&L responsibilities.
He later served as CEO of Iconic at Landmark Group, Dubai, where he led the fast-fashion brand across 38 stores in four countries—UAE, Kuwait, Qatar and Saudi Arabia—with a turnover of AED 300 million. At Iconic, Suri successfully repositioned the brand, strengthened supply chains, introduced new vendor collaborations and accelerated its transition into an omni-channel retailer.
Prior to his current role, Suri was President – Exclusive Brands & Private Labels at Shoppers Stop, overseeing a portfolio of in-house private labels, celebrity brands and exclusive international labels with a combined turnover of ₹800 crore. During this period, he led the launch of four exclusive brands, including Jones New York (women’s western wear), French Connection UK (men’s wear), Back to Earth (sustainable women’s Indian wear) and Glam X Disha Patani, a celebrity-led women’s western wear line.
As CEO of U.S. Polo Assn., India’s largest casualwear brand with revenues exceeding Rs 1,800 crore, Suri has been steering the brand’s growth across menswear, womenswear, kidswear, footwear and innerwear. With the addition of Flying Machine to his leadership portfolio, Arvind Fashions is signalling a strategic intent to further strengthen its core brands under experienced and unified leadership.
